Durability is one of the defining topics in the outdoor industry—shaping innovation, sustainability, and consumer expectations—yet it still lacks a shared definition or standard for measurement. While many consumers express interest in long-lasting products, purchasing behavior often prioritizes price or novelty, and standardized ways to compare durability across clothing categories are still limited. To address this gap, the GORE-TEX® Brand is launching a series of broadcast panel discussions and a dedicated white paper to spark industry-wide exchange and action. The initiative will convene researchers, retailers, customers, and experts from the GORE-TEX® Brand itself to exchange views on how durability can be designed, tested, and communicated in ways that help consumers recognize its value. The first GORE-TEX® Brand Culture Panel Talk will take place live at ISPO Munich on December 1st at 1 pm CET, with a re-broadcast on LinkedIn and YouTube. It will highlight findings from a research project with Mid Sweden University – presented by Dr. Judith Waller – and discuss steps towards a possible common industry method to measure and compare durability of waterproof and breathable jackets. Together with Marie Måwe, Director of Sustainability Stakeholder Engagement at W. L. Gore & Associates and ___ they will look at ways how we can make durability desirable – both for the industry and for consumers.